You’ve nurtured this lead through
the mythical funnel. You’ve made a friend. You’ve earned trust. You’ve got a prospect in your sites. The candy-assed stuff is over. When it’s time to sell, content has to change gear.

How do you convince your
prospect of this real, undeniable, significantandrelevant change? Let’s take it two adjectives at a time…

The change is real and
undeniable. To prove this, you need evidence, in the form of: Data — reliable, honest, clear and compelling data. 3rd-party support — media, analysts, other buyers... A driver — something tangible that's causing the change.

The change is significant and
relevant. To prove this, you need logic: To show the change is inevitable — there can be only one consequence. To connect the change to the prospect — showing how it must rock their world. To inject urgency — showing that the impact is imminent.

It makes now seem like
the ideal time to act. If it’s an early market, sell the first-mover advantage. If it’s later, show how they can avoid the pioneers' mistakes. And always highlight the very real cost of delay.